2008 was a year of many accomplishments: consolidation
of Givaudan-Quest integration, new processes, new ways
of working to build a new organization that is ready to face
current and future challenges.
Once a new Givaudan had been structured, several
initiatives based on innovative working platforms were
launched. TasteEssentials is one of those platforms
which seeks consumers directions in order to develop
successful flavour profiles.
The TasteEssentials platform is based on three pillars that
help Givaudan find out and develop what the consumer
expects regarding the main flavours in the market: vanilla,
orange, mint, chicken, cheese, etc. It is a vision of the
present by mapping and understanding the current
market, aligned to a vision of the future in an attempt to
anticipate trends based on consumers acceptance.
During the year 2008, there were two
TasteEssentials launches: vanilla
and mint. In 2009 three additional
flavours will be launched: chicken,
orange and cheese.
Another important initiative is the TasteSolutions platform, which aims to meet consumers present demands for a healthier life style – reduction of food salt, sugar and fat, as well as more balanced and tasty products.
Parallel to the product development platforms -TasteEssentials and TasteSolutions - Givaudan is constantly doing research not only on trends regarding flavours but also regarding consumer behavior. A systematic study called Flavour Vision showed the five Mega-Trends in consumer behavior.
As a result, it is believed that two platforms will get more emphasis in 2009:
- Body & Soul: The search for flavours and ingredients that promote physical and mental wellbeing such as fruit with high level of antioxidant content and functional food.
- Retrospective: In times of uncertainty, consumers tend to go back to the past searching for a save haven they can trust. Regarding foods and drinks they go for local flavours, flavours of Brazil, which remind them of childhood and homemade food, the flavour of Grammy’s home.
Finally, in 2008, Givaudan tried to get closer to its customers, boosting their commercial relationships and creating differentiated value, as well as getting closer to the customers’ customers, surveying and anticipating their desires.
All the departments in the Flavour Division (creation, sales, marketing, sensorial and customer service) work together with a look at the end consumers, their needs and desires to help customers in the search for successful products. Givaudan believes that is the right path to a sustainable and differentiated operation.
In 2009, the main objective is to consolidate this new way of working.
Givaudan’s Flavour Division is responsible for 46% of sales in Brazil.
Its products are meant for several market segments such as:
- Bakery goods – biscuits, cake mix, bread and cereals
- Dairy products – ice-cream, yogurt, flavoured milk and margarine
- Salty products – broth, soup, instant noodle, ready and semi-ready dishes, sauces in general and snacks
- Confectionery products – caramel candies, chewing gum, chocolate candies
- Beverages – juice, soda, powder drinks, soy based drinks, isotonic beverages, energetic beverages, flavoured water, beer and alcoholic beverages.
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